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A PROJECT REPORT ON

ON
HOW TO INCREASE SALE OF PEPSICO IN NOIDA REGION

FOR
VARUN BEVERAGE LTD.

SUBMITTED BY UNDER THE GUIDANCE OF
VINAY BHUSHAN (C. E- ARUN RAWAT)

SUBMITTED TO THE UNIVERSITY OF PUNE IN PARTIAL FULFILMENT 0F
MASTER IN MARKETING MANAGEMENT (2007-2009)

SINGAD INSTITUTE OF
BUSINESS ADMINISTRATION OF COMPUTER APPLICATION
LONAVALA

ACKNOWLEDGEMENT

I take the opportunity to express my gratitude and thanks to all who

guided , co-ordinated and inspired me in completing my project work

successfully .I am highly in debated to my guide at Varun

Beverage Ltd. (NOIDA) Mr Arun Rawat Whose constant guidance and

valuable suggestions helped me at every stage of my project work .

The project is an outcome of the help and encouragement provided by

number of people at “Varun Beverage Ltd. (NOIDA)” The employees of

various department of the company helped a lot in completing my project

work for which I am very much thankful to them.

I express my heartiest thanks to Prof Sudesh Kumar Sharma (Director) and

Prof .Samantpriyadarshi in providing me with right ambience of project.

Preface

Since the last few decade due to fast industrial development & high competitiveness in

the market the MARKETING plays very vital role in the success of an organization

Marketing is one of the live functions of an organization .It is the only function of an

organization earns revenue, which leads to the survival& growth of the organization as a

whole . It fulfils the needs & wants of the society .

Marketing is no longer a company department charged with a limited number of tasks –
It is a company- wide undertaking . It drives the company’s vision , mission and strategic
planning . Marketing includes decision like who the company wants as its customers;
which needs to satisfy ; what products and services to offer ; what prices to set; what
communication to send and receive; what channels of distribution to use ; and what
partnership to develop.

Selling is apart of marketing and this study is based on how “VARUN BEVERAGE
PVT. LTD, NOIDA” a franchise sales unit of Pepsi , can increase its sales .Pepsi is
mass producer of beverages and drinking water.

However. Jihn Palmwartion. Ltd. There was another company named Pure Drinks which introduced the soft drink named “Campa Cola” along with orange and lemon flavour. Previously there was no competition in the Indian soft drink market but with all these companies coming in the Indian market a huge competition was taking place with high voltage advertisement. Around 1984 the first branded soft drink came in the Indian market. Just after this many more companies entered the Indian soft drink market. Mohan Meakins also came with a soft drink named “Marry & Puck-Up”. But in the year 1988 Pepsi-Cola was given permission to sell its soft drinks in the Indian market by the Government of India. At the time people were suffering from many diseased. Coca-Coal also came back in 1993. This drink was introduced with a mighty “Happy Days Are Here Again”. HISTORY OF SOFT DRINKS The history of soft drinks began with the end of the last century. Problem at that time was how to cure all these disease since no remedy was present at that time. who lived in Antonica. Another company. In the year 1977 Coca-Cola left Indian market and this brought in an opportunity for various Indian companies to show their caliber. before this drink had introduced” Cola Pepino” which was withdrew in face of tough competition. Sprit”. Its history dates back to the civil war in USA in 1860. made a drink and registered it as FRENCH WINE COLA. was the first Indian Company to introduce a lemon soft drink. It was a big question for American people. . So in 1885 Mr. A new brand named Pepsi-Cola came in the year 1887. Rush. This was a Coca-Cola drink which had a burnt sugar colour. A soft drink named “Double-7” had been introduced by a company Modern Bakers. this drink was known as “Limca” and it was introduced in 1970s. At this time a new soft drink was introduced by Parle Products and this was names as “Thums-Up”. Mcdowell came with “Thrill. In the beginning the drink was made with mixture of cocaine and alcohol but later on it was converted and changed into a soft drink. This soft drink was named as “Gold Spot”. Now it is named as Coca-Cola. Parle Exports Pvt.

INTRODUCTION OF PEPSI Type Public (NYSE: PEP) Founded 1965 Headquarters Purchase. New York. USA Key people Indra Nooyi.474 billion USD (2007) Operating income $4.551 billion USD (2007) Net income $5. Chairwoman.591billion USD (2007) 11% profit margin Employees 153.000(2005) . President & CEO Industry Food and beverage Products Pepsi Tropicana Products Gatorade Lay's Doritos Frappuccino (for Starbucks) Mountain Dew Revenue $39.

economically efficient and a healthy environment for their customers. commitment. is currently one of the most successful consumer products company in the world with annual revenues exceeding $30 billion and has more than 480. and the world largest franchised and company operated restaurant system. Inc. PepsiCo's products are recognized and are most respected all around the globe. after a merger with Frito-Lay in 1965. PepsiCo. the company expanded its business and adopted its current name. products and business practices PepsiCo's overall mission is to increase the value of our shareholders' investments through sales growth. and by providing a fair return to their investors while maintaining the highest standards of integrity. the world largest snack chip producer. marketing strategies. Currently. determination. The corporations increasing success has been based on high standards of performance. investments and financial activities.000 employees. Once known as Pepsi-Cola.PepsiCo. whole some. competitiveness. . and the personal and professional integrity of their people. and restaurants. began as a successor to a company incorporated in 1931. PepsiCo. Inc. In each of these businesses. PepsiCo believes their success depends upon the quality and value of their products by providing a safe. PepsiCo divisions operates in three major US and international businesses: beverages. known as Loft Inc. PepsiCo has attained a leadership position as being the world leader in soft drink bottling g. snack foods. This merger dramatically increased PepsiCo's market potential and set the foundation for the company's tremendous growth.

headquartered in Purchase. is one of the world's largest food and beverage companies. Mountain Dew Code Red. a division of PepsiCo." a combination of carbonated water. Pepsi-Cola North America. Inc. begins experimenting with many different soft drink concoctions. N. In 1898 One of Caleb's formulations.. Diet Pepsi. Pepsi-Cola North America's non-carbonated beverage portfolio includes Aquafina. known as "Brad's Drink. vanilla. Gatorade and Quaker Foods businesses in the United States and Canada.Y. patrons and friends sample them at his drugstore soda fountain. Sierra Mist. is the refreshment beverage unit of PepsiCo Beverages and Foods North America. 1898. Inc. North Carolina. sugar. including: Pepsi. Pepsi-Cola receives its first logo. rare oils and cola nuts. The company also makes and markets North America's best-selling. a young pharmacist from New Bern. and Mug Root Beer account for nearly one-third of total soft drink sales in the United States. Pepsi Twist. respectively. PepsiCo Beverages and Foods North America also comprises PepsiCo's Tropicana. The company's principal businesses include:  Frito-Lay snacks  Pepsi-Cola beverages  Gatorade sports drinks  Tropicana juices  Quaker Foods . is renamed "Pepsi-Cola" on August 28. PepsiCo. COMPANY PROFILE In 1893 Caleb Bradham. which offers a wide range of drinks with herbal ingredients. Dole single-serve juices and SoBe. Pepsi-Cola North America's carbonated soft drinks. ready-to-drink iced teas and coffees via joint ventures with Lipton and Starbucks. which is the number one brand of bottled water in the United States. Mountain Dew.

Tropicana was acquired in 1998. snacks & agribusiness. Little do they know about Pepsi-Cola’s initial foray into Indian soft drinks industry way back in 1956? Coca–Cola had entered the country just a year back in 1955. packaging & water treatment technology to India. PepsiCo. with 15 brands – each generating more than $1 billion in annual retail sales. high standards of performance. PepsiCo merged with the Quaker Oats Company. Pepsi-Cola entered India in April 1989 by setting operation in beverages. But later Pepsi-Cola withdrew from the country in 1961 due to bottling problems. At this time Parle had 70% of the market share of the total soft drink market. “Promising to help boost the expert of agricultural products” Offering to transfer the food processing. Initially it faced some trouble in entering the market due to strong resistance from most of the domestic soft drink industry and the advocates of “Swadeshi”. The Indian economy was not liberalized and proved to be another barrier. In 2001. Inc. There are many who feel that Pepsi-Cola had the first move advantage in India. creating the world’s fifth-largest food and beverage company. . PepsiCo’s success is the result of superior products. was founded in 1965 through the merger of Pepsi-Cola and Frito- Lay. Pepsi-Cola removed these barriers by: Promising the government to focus considerable selling efforts in the rural area to help economic development. distinctive competitive strategies and the high level of integrity of our people.

vanilla and rare oils. As a result. This new soft drink called "Brad's Drink" had a unique mixture of kola nut extract. Pepsi-Cola Company achieved 17 years of success and a new theme was introduced. Caleb Bradham suffered bankruptcy. after the war years. Aids Digestion" and renamed it as "Pepsi-Cola. It will satisfy you. Until World War I. The Pepsi Cola Company was headquartered in the back room of his drug store where he packaged the syrup for sale to other soda fountains. and on June 16. "Pepsi-Cola" was officially registered with the US Patent Office. The business increased. 1903. a soft drink. North Carolina. Caleb Bradham began to franchise Pepsi-Cola to many independent investors. By the end of 1910. in the back room of his drug store in New Bern." Caleb Bradham began his cola operation in 1902. "Drink Pepsi-Cola. a large chain of candy stores and soda fountains. HISTORY OF PEPSI PepsiCo's beverage business was founded in 1898 by a pharmacist named Caleb Bradham who created a special beverage." However. . Invigorating. Caleb began to advertise his new creation with the theme "Exhilarating. Pepsi-Cola was franchised in 24 states. And as a result. Pepsi- Cola became a subsidiary to Loft Incorporated.

PepsiCo is continuing to expand and introduce new alternative beverages in the market. a new cola is a combination of the Pepsi-Cola flavor and the Kona blend of coffee. 7 UP. Since the creation of Pepsi-Cola in 1898. Aquafina. Pepsi Max is now produced in over 40 countries and is the third largest-selling cola brand outside the US. and Mirinda. markets. Pepsi-Cola Company is a major division of PepsiCo's corporate structure. There are 200 plants in the US and Canada. . and a low fat milk shake called Smooth Moos. The latest beverage was launched on May 22. Pepsi- Cola Company now produces and markets a wide range of beverages to retail. and distributes Lipton Brew. restaurants and food services in more than 191 countries and territories around the world and brings in an annual revenue of $10 billion. Mountain Dew. Diet Pepsi. a partnership between Thomas J. Mazagran. each brings in annual revenue in consumer sales of $1 billion. Pepsi-Kona. Five of Pepsi-Cola's brand names: Pepsi. Pepsi-Cola Company has introduced 13 beverages that wear the Pepsi-Cola trademark. Lipton and Pepsi was formed. 530 plants throughout the rest of the world. bottled water. that produces Pepsi-Cola's beverages. Lipton Brisk and Lipton Fountain Ice-Tea.Today. Pepsi Max a low calorie cola was created and introduced only for the international markets. 1996 in Philadelphia. This partnership produces. And in 1993. a cold sparkling coffee based beverage. as well as. In 1992. There are four alternative beverages that are currently being tested in our market today.

Our commitment to living by this vision every day is visible in our contribution to our country. One of the largest multinational investors in the country. Its world renowned brands are available in nearly 200 countries and territories. The group has built an expansive beverage. with 2006 revenues of more than $35 billion and more than 168.Gatorade. PepsiCo’s Frito Lay snack division has 3 state of the art plants. Mirinda and Mountain Dew. 7 UP. In addition to this. isotonic sports drinks . has grown to become the country’s largest selling food and beverage companies. Providing consumers with balance and choice PepsiCo India’s expansive portfolio includes iconic refreshment beverages Pepsi. of which 16 are company owned and 21 are franchisee owned. PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. PepsiCo’s business is based on its sustainability vision of making tomorrow better than today. consumers.000 employees across the world. snack food and exports business and to support the operations are the group’s 37 bottling plants in India. and 100% natural fruit juices and juice based drinks – Tropicana . farmers and our people. PepsiCo entered India in 1989 and in the span of a little more than a decade. hydrating and nutritional beverages such as Aquafina drinking water. PEPSICO IN INDIA PepsiCo is a world leader in convenient foods and beverages. in addition to low calorie options– Diet Pepsi and 7Up Light.

It manufactures . Frito-Lay. Our local brands – Lehar Everest Soda.  PepsiCo supports sea weed cultivation projects in Tamil Nadu which provide members of women's self help groups with sustainable livelihoods.  PepsiCo India has 40 bottling plants in India.S$700 million in India. Quaker Oats.  PepsiCo has invested U.Lay’s Potato Chips. Lehar Lites.000 people.  PepsiCo generates direct employment for more than 4000 people in India and indirect employment for 60. Cheetos extruded snacks. Uncle Chips and traditional namkeen snacks under the Kurkure and Lehar brands.5 million investment to cooperatively develop a comprehensive agro technology program in partnership with the Punjab government to help farmers improve the quality and yield of their crops. PepsiCo’s snack food company. . low fat and roasted snack options enhance the choices available to the growing health and wellness needs of our consumers.  PepsiCo's annual exports from India are worth over U.S$60 million.  Sells more than 200 million crates annually  PepsiCo generates estimated annual retail sales of U. and Slice. is the leader in the branded potato chip market and was amongst the first companies to eliminate the use of trans fats and ‘msg’ in its products.S$1. Dukes Lemonade and Mangola complete our diverse spectrum of brands.

Have a Pepsi" 1961: "Now It's Pepsi for Those Who Think Young" 1963: "Come Alive.  PepsiCo has established zero waste centers and PET recycling supply chains. . You're in the Pepsi Generation". SLOGANS OF PEPSI 1939: "Twice as Much for a Nickel" 1950: "More Bounce to the Ounce" 1950: "Any Weather is Pepsi Weather" 1957: "The Light Refreshment" 1958: "Be Sociable.

" With the Spice Girls " 1998: "Yeh Dil Mange More"(In Hindi meaning "My heart wants more") . featuring Pepsi version of Billie Jean) 1986: "We've Got The Taste" (Commercial with Tina Turner) 1990: "You got the right one Baby UH HUH" ( sung by Ray Charles ) 1991: "Gotta Have It"/"Chill Out" 1992: "Be Young. and Pepsi's Got a Lot to Give" 1975: "Have a Pepsi Day" 1977: "Join the Pepsi People (Feeling Free)" 1980: "Catch That Pepsi Spirit" David Lucas composer 1981: "Pepsi's got your taste for life" 1983: "Pepsi Now! Take the Challenge!" 1984: "Pepsi. Drink Pepsi" 1995: "Nothing Else is a Pepsi" 1996: "Pepsi:There's nothing official about it" (During the Wills World Cup(Cricket) held in India/Pakistan/Srilanka) 1997: "GeneratioNext". The Choice of a New Generation" (Commercial with Michael Jackson. Have Fun.1967: "(Taste that beats the others cold) Pepsi Pours It On 1969: "You've Got a Lot to Live.

Blige) 2003: "It's the Cola"/"Dare for More" 2005: "Wild Thing"/"Ask For More" (With Jennifer Lopez & Beyoncé Knowles) 2006: "Why You Doggin' Me"/"Taste the one that's forever young" Commercial featuring Mary J.1999: "Ask for More"/"The Joy of Pepsi-Cola" (Commercial with Britney Spears/Commercial with Mary J. Blige 2007: "More Happy"/"Taste the one that's forever young" (Michael Alexander) 2008: "Yeh hai Youngistaan Meri Jaan!" (India) 2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake) .

PEPSICO BRANDS .

MISSION PEPSICO MISSION .

This high profile industry has lot of potential for growth as per capita consumption in India is 8 bottles a year as compared to 20 bottles in Srilanka .14 in Pakistan. While 12 b0ttles a person in Nepal. JAIPURIA GROUP Indian Beverages industry’s size is Rs. 8000 crores and it is dominated by two players viz Pepsi and Coke only. .

Its experience in the beverage industry dates back to the sixties when it had the first Franchisee at Agra. Mirinda Orange. 3 districts of Maharashtra . Slice Mango.The RKJ Group is India’s leading supplier of retailer brand carbonated and Non- carbonated soft drinks with beverage manufacturing facilities in India Nepal. 7UP. The group manufactures and markets carbonated and Non-carbonated soft drinks and Mineral water under Pepsi Brand. Evervess Soda and Aqauafina. half of Haryana.9 districts of Karnataka. Mountain Dew. The various flavors and sub brands are Pepsi. whole of Rajsthan. It has the licenses to supply beverages in the territories of western UP. . Mirinda Lemon. part of MP. Slice Orange. The group has in total 18 bottling plants in India and Nepal and is responsible for producing and marketing 44% of Pepsi requirement in India. Goa. and whole of Nepal.

and bottling of beverages.S.K. . This is the rising sun of Jaipuria group. production. Mr. The main object of this unit is manufacturing.J • VARUN BEVERAGES LT • DEVAYANI FOOD INDU BELL VARUN BEVERAGE LTD. Ravi Kant Jaipuria who is the • PIZZA HUT chairman of this bottling plant has good result. Was the new start which was born in 1999 among the Jaipuria Group. created water soft drinks etc. • COSTA COFFEE Varun Beverages Ltd.P. Ravi Kant Jaipuria got best • D. R. distribution. Mr. selling.

Food Chain and Education. PepsiCo Inc. We diversified into education by opening our first school in Gurgaon under management of Delhi Public School Society. is the flagship company of the group. Companies are medium sized. Mr. Kendall. Pepsi Foods Limited. and Mr. R. R.. The award was presented by Mr. It has exclusive franchise rights for Northern & Eastern India. The group also became the first franchisee for Yum Restaurants International [formerly PepsiCo Restaurants (India) Private Limited] in India. Jaipuria. George Bush. It can be said with absolute certainty that the RKJ Group has carved out a special niche for itself. Donald M. The schools of the group are run under a Registered Trust namely Champa Devi Jaipuria Charitable Trust. the group as on today can lay claim to expertise and leadership in the fields of education. USA. professionally managed. Jaipuria for the year 1998 at a glittering award ceremony at PepsiCo’s centennial year celebrations at Hawaii.Pepsi Bottler Award in 1998 for the best bottler of the world. The group added another feather to its cap when the prestigious PepsiCo “International Bottler of the Year” award was presented to Mr. K. Varun Beverages Ltd. The Pepsi award is the highest honorable award to any franchisee. Chairman of the Board & C. Our services touch different aspects of commercial and civilian domains like those of Bottling. It has total 46 Pizza Hut Restaurants & 1 KFC Restaurant under its company. . in the presence of Mr. unlisted and closely held between Indian Promoters and foreign collaborators. the 41st President of USA. The manufacturing facilities were restricted at Agra Plant only.O. President of Pepsi Cola Compan Vision Being the best in everything we touch and handle. Craig Weatherup. The business of the company was started in 1991 with a tie-up with Pepsi Foods Limited to manufacture and market Pepsi brand of beverages in geographically pre-defined territories in which brand and technical support was provided by the Principals viz. Headed by Mr. K. founder of PepsiCo Inc. Roger A..E. food and beverages. Enrico.

Mission
Continuously excel to achieve and maintain leadership position in the chosen businesses;
and delight all stakeholders by making economic value additions in all corporate
functions.

Our Success
Production of innovative, high quality retail branded beverages combined with world-
class packaging
Driven by a management team with a relentless focus on achieving superior
customer service, driving earnings improvement and increasing shareholder value.

Our People
At RKJ we are creating an environment where our employees enjoy a greater degree of

empowerment - both individually and in their work teams.

Our employees are equipped with the necessary tools, training and management backup

for strong performance and accountability, as well as with an environment of open

communication and involvement.

ORGANISATION STRUCTURE

Chairman

CEO

Unit Manager

TDM

ADC

Customer Executive Customer Executive

Distributers A,B,C Distributers E,F

Route Agents Route Agents

Helper Helper

CONTRIBUTIO IN N Pepsi 7up Mountain Dew Mirinda orange .

flavor and also in their colours . PRODUCT PROFILE OF THE COMPANY There are eight brands of Pepsi-Cola named as follows:  Pepsi  Mountain Dew  Mirinda(Lemon)  Mirinda(Orange)  Slice  Lehar 7-Up  Lehar Soda  Aquafina Water These eight brands differ in taste.

Country of Origin United States Introduced 1903 Coca-Cola Related products RC Cola Pepsi-Cola. Inc. PEPSI Type Cola Manufacturer PepsiCo. restaurants and from vending machines. It is sold worldwide in stores. The brand was . is a cola soft drink produced and manufactured by PepsiCo. The drink was first made in the 1890s by pharmacist Caleb Bradham. commonly called Pepsi.

Country of origin United States Introduced 1964 (nation-wide) Diet Mountain Dew Variants Mountain Dew LiveWire . 1903. Pepsi Jazz. Pepsi Gold. Pepsi Blue. Pepsi Max. and Pepsi Easter Hop. There have been many Pepsi variants produced over the years. Pepsi Samba. Inc. Mountain Dew Type Citrus soft drink Manufacturer PepsiCo. including Diet Pepsi. Pepsi Next (available in Japan and South Korea).trademarked on June 16.

Mountain Dew is bright yellow-green and semi-opaque. When removed from its characteristic green bottle. Virginia and first marketed in Knoxville. sweet. citrus-flavored soft drink produced by PepsiCo. North Carolina and across [1] the United States in 1964. . Inc. then by the Minges family in Fayetteville. It was invented in Marion.Mountain Dew is a caffeinated. Tennessee in 1948.

Aquafina Type Water Beverage Manufacturer PepsiCo. Country of origin United States Introduced 1994 Aquafina is a popular brand of bottled water. Kansas in 1994. and was distributed across the United States . . It was first distributed in Wichita. As of 2003. it had become the United States' top-selling bottled water brand in measured retail channels. Inc. Canada . Turkey and Vietnam by 1997.

and 1. Aquafina is sold in 12-ounce.5-liter bottles . reverse osmosis and ozonation. 500-mL (16. 20-ounce. 1-liter.9-ounce).The water is standard tap water but goes through an extensive purification process that includes charcoal filtration. 24-ounce.

Country of origin USA Introduced 1984 Related products Sierra Mist. Sprite. Inc. Fanta. Slice Type Flavored soft drink Manufacturer PepsiCo. Teem Slice is a line of fruit-flavored soft drinks manufactured by PepsiCo and introduced in 1984. with the Lemon-Lime and Mandarin Orange flavors .

The orange flavor of Mirinda represents the majority of Mirinda sales worldwide. banana. strawberry. . grapefruit. apple. and grape flavors. pineapple. comprising carbonated and non-carbonated fruit- flavored beverages. It is part of a beverage area often referred to as the flavor segment. Mirinda Mirinda is a brand of soft drink available in fruit varieties including orange.

. Lehar Soda:- This is a soda drink. It is generally used with alcohol and used by adults. It has no colour and no flavour.

OBJECTIVE 1. To analyze those period which are profitable and could generate revenue for the Company 4. Provide different tools to increase sale of Pepsi. To Know the Retailer Comments or Suggestion on Increase The Sale of Pepsi. . To analyze those product which constitute the bulk of the overall demand of the Products 3. To know the consumer perceptions about Pepsi-product 2. . Survey of the Market Share of Pepsi-product 5. 6.

It supplements the existing body of knowledge and widens the frontiers of understanding.. assumption. the universe of the study is limited to NOIDA region.LTD. NOIDA for undertaking research as a requirement of the partial fulfillment for the award of the Master in Marketing Management. verify or disapprove guesses.b.flippo defines research as “systematic and purposive investigation of facts with the object of determining cause and effect relationships among such facts”. . Method is the scientific way of doing things to achieve the desired result. RESEARCH METHEDOLOGY Research is a planned and systematic investigation and analysis of factual data to check. clues. the researcher has followed the scientific steps as enumerated below: SELECTION OF THE TOPIC Research on How to increase the sale of Pepsi is a tool utilized to identify how the consumer buy and in what situation they buy and ratio of the people who buy These activities should be provided to the employees to improve their Retailer. Edwin. the focus should be placed on needs as opposed to desires of the consumer. In this particular study. In order to get a constructive outcome. SCOPE OF STUDY: As the researcher was placed in VARUN BEVERAGE.

household distribution of pepsi questionnaire which is developed by me with the help of my internal guide and my training officer of PEPSICO. METHOD OF STUDY: The entire survey was planned with a view to collect data and provides feedback to VARUN BEVERAGE LTD. For that purpose. TOOLS OF STUDY . NOIDA about its household distribution of pepsi. About ten questionnaires were administered to the Retailer by the researcher. The collection of data took a little over one week. OBJECTIVE OF STUDY: The main objective/aim of the study is to assess the how to increase the sell of PEPSI. The questionnaires were administered none randomly to the various Retailer. SAMPLING: The universe was NOIDA All retailers were the respondents in the present study.. Any confusion regarding the questionnaire was promptly attended to by the researcher. 09 questionnaires were returned to the researcher.

The primary preparation is from the different books. . SOURCES OF INFORMATION In order to get a proper flow of informational list has drawn as to from where to get sufficient and authentic information on the subject.The study based on information given by Retailers. This is done with the interviewing different personnel’s discussion getting information from the document and files . For the present study. following are the sources for the study.  PRIMARY SOURCES Personal interview Observation Personal discussion and interaction  SECONDARY SOURCES Annual report Files/ document Manual of the organization Books & Project reports On the basis of this. a training programme was designed in order to train the front line executives and Managerial staff in order to improve their competencies and thereby improve production.

There is a topic. It is a scientific and systematic search for pertinent information on a specific topic. RESEARCH DESIGN . Ltd. Research is done with the help of study. RESEARCH TYPE The type of Research which is used in the How to increase the sale of Pepsi is purely a “Descriptive Research”. DEFINATION Research is a careful investigation or inquiry especially through search for new facts in any branch of knowledge. How to increase the sale of Pepsi which is our summer project topic in Varun Beverage. comparison and experiment. This kind of Research includes surveys and fact finding enquiries of different kinds. NOIDA. observation. Through investigation we are trying to find new facts and ideas training needs..

4. 2. one for Retailers. Here the Retailer were interviewed and then the questionnaires were filled by them. which would be grounds for assessing them. Retail Outlet. questionnaires were prepared. for the Retailer as well as the Consumers was prepared. At NOIDA various Shop are there Grocery shop. First of all. Shopping mall etc.Ltd RESEACH PROCEDURE 1.The survey was conducted for the Varun Beverage . 5. 360 techniques were used for assessing the all Retailers . a list of competencies. 3. we collected the questionnaires paper by self. 6. Then. After filled the questionnaires by the all Retailer.

which then highlighted all the important aspects for consideration. This was all done in excel sheets and word pad wherein the conclusions have been supplemented with pictorial representations. 7. Shopping Mall. SAMPLE DESIGN This survey was conducted at NOIDA which are a part of Varun Beverage.120 Primary Data: - Primary Data which gave the researcher a base for framing the Questionnaires. Universe: - NOIDA Sampling Unit: - Retailer. Primary data was collected in form of questionnaires with interview. Sampling Size: - Retailer:. The collected data was analyzed and concluded were drawn accordingly. . Grocery Shops at NOIDA.

facial expression. data was also collected by interviewing the respondents face-to-face.. A copy of questionnaires has been enclosed in the Annexure. In additional to the questionnaires method. . observation the respondents body language. This was true in case of Varun Beverages. Thus in this way data collection was done. In the process of conducting interviews.Questionnaires: - Questionnaires were the main instrument regarding primary data collection. This ensured that the data collected through questionnaires was accurate. Ltd.

Information and Analysis 1 . Both ALTERNATIVE NUMBER OF RETAILERS Pepsi-products 24 Coca-cola products 12 Both 84 . . Coca-Cola c. Pepsi product b. What type of cold drink you sale Pepsi or Coca-Cola ? a.

Soda g. What type of cold drink you sale Pepsi or Coca-Cola ? Pepsi-products. Mountain Dew f . 10% Both Both. 7-up e. Which flavor of Pepsi the consumer prefers most? a. Mirinda c Lemon Mirinda d.E. Slice ALTERNATIVE NUMBER OF RETAILERS Pepsi 20% 12% Mirinda Lemon Mirinda 11% . 20% Pepsi-products Coca-cola Coca-cola products products. Pepsi b. 70% 2.

Soda 10% Slice 22% 20% 22% SLICE DEW MIRINDA 10% LEMON MIRINDA 7 UP 15% SODA 10% PEPSI 11% 12% . 7-up 10% Mountain Dew 15% E.

Yes b. No ALTERNATIVE NUMBER OF RETAILERS Yes 78 No 42 .Are all flavor of Pepsi available during summer? a.3.

Are all flavor of Pepsi available during summer? 14 NUMBER OF RETAILERS 12 10 8 Series1 6 4 2 0 Yes No ALTERNATIVE 4. Self owned ALTERNATIVE NUMBER OF RETAILERS . Which company’s cooling machine is being used by the retailer? a Pepsi b Coca-Cola c.

Pepsi 72 Coca-Cola 12 Self owned 84 .

Which company’s cooling machine is being used by the retailer? 14 NUMBER OF RETAILERS 12 10 8 Series1 6 4 2 0 1 2 3 ALTERNATIVE .

Both ALTERNATIVE NUMBER OF RETAILERS Pepsi product 48 Coca-Cola product 30 Both 60 12 Series2. 5 Series2 4 2 0 Pepsi product Coca-Cola product Both . 10 10 Series2.What type of cold drink does a consumer preferred most? a. Coca-Cola product c. Both . Pepsi product b. Coca-Cola Series1 6 product .5. 8 8 Series2. Pepsi product .

Fully satisfied b. Partially satisfied c.5.How much you satisfied with the Pepsi product? a. Not at all ALTERNATIVE NUMBER OF RETAILERS Fully satisfied 54 Partially satisfied 36 Not at all 30 How much you satisfied with the Pepsi product? 10 NUMBER OF RETAILERS 9 8 7 6 5 Series1 4 3 2 1 0 1 2 3 ALTERNATIVE .

7.of retailers 12 10 Series1 8 6 4 2 0 1 2 Month . 15th May-15th June ALTERNATIVE NUMBER OF RETAILERS 15th April-15th May 18 15th May-15th June 102 In which month sales of the cold drink is very high? 18 16 14 No. In which month sales of the cold drink is very high? a. 15th April-15th May b.

Yes b. No ALTERNATIVE NUMBER OF RETAILERS Yes 120 No 0 Would you like to deal with company in future? 25 NUMBER OF RETAILERS 20 15 Series1 10 5 0 Yes No ALTERNATIVE .8.Would you like to deal with company in future? a.

The retailer knows that most of his consumers are of Pepsico –product and they usually ask for the pepsico –product Slice. When a good relation is formed between the two then automatically faith and trust also arises between them. According to survey it has been observed that retailer who is in the direct contact with the consumer every thing about the taste and flavor of the consumer.Hence it is the responsibility of the upper distribution channel those who work for the particular company to provide all the facility . This is era of competition and we know very well that PEPSI has only one competitor And that is COCA-COLA. As we have observe in the market that the demand of Pepsi –product is higher than other company product but because of duel distribution channel the retailer does not get all the flavors available to their shops at proper time and rate .Diet-Pepsi.retailer and franchise and due to that retailer have to face various problem as price differences because at some places retailer get the cold drink at different rate whereas at some places they have to play more for the same. As every knows that the product is sold by the last channel of the distribution to the ultimate user of the product that is consumer. but due to unavailability they have to sell the product of other company. At the same time a retailer can suggest to the consumer for consumption of new product according to his desire and as he knows that the consumer is not going to refuse his proposal due to healthy relation. Most of the time retailer changes the view and choice of the consumer By his convincing power and his sweet behavior . Hence various measures have to be taken to raise the market and sell of the product.Soa customer can sell any kind of product to any of his permanent consumer.whether the product is old are recently introduce in the market. there are two types of distribution channel –company territory office – wholesaler.Mountain Dew.As I have gone through the survey and observe that . Hence the consumer most of the time take the suggestion of the retailer regarding the product which is being in demands as well as about its quality . Observation and Findings As we know that every businessman does the business to attain maximum profit in less expenditure and good relation with his consumer . Whereas in case of temporary consumer the retailer can not pressurize him for any other product apart from his demanded product but he can try and convince the consumer to use the another product which is of same kind and taste and is the substitute that demanded product. It has also been seen that because of healthy relation of retailer with consumers the can sell any other product as the substitute when consumer demands for the cold drinks.Mirinda.7up.

According to survey PEPSI product is having a large no. Although the upper level of distribution channel know that lower level retailers have direct contact and relation with the ultimate consumer at the same time he is very well Aware of the taste and demand of the consumer than in spite of to make retailer angry The upper level tries and does a lot for the shake of sell of his product by the lower level of retailer’s he know that he can sell any other substitute to his consumer for any product and as COCA-COLA the biggest competitor of PEPSI product and they are giving a lot schemes and offers to the lower level of retailer so as to force them to sell their product. glow signboard and many other things.And offer to the retailer who sell their product because that last channel pr the seller is not bound to sell a particular product but he is free to say any product which gives him profit. of consumers and retailer and also want to sell Pepsi product but because of various common problem like unavailability of cooling equipment. discount. by knowing that the sell can be raised by the willingness of the lower level of retailer as they are only who directly interact with the consumer. . offers. They become angry and hence they don’t want to keep their product and try to sell other companies product.

In my study some limitation are there as- 1. It is survey of particular area and I can not make it universal. The all observation has been drawn on the basis of these 20 retailers. Sometimes retailers have not given answer properly because they were doing another work due to their business. At sometime they are free but they show reluctance. The sample size is 20 . 2. 4. CONCLUSION . They give on approximate data. Sometimes retailers have not clear and exact data about how much the sell and which brand is taking lead in sale of beverage on their shop. 5. Limitation Each and every works has its own limitation . 3. Sampling has been done on the basis of random sampling and some time random sampling does not give proper representative.

The quality of product is different in different countries. Despite of all the strength and weakness its is also having some threats it is also having Opportunity still to grow more and competitor with its competitor.PepsiCo India . This will help in increase the sale of Pepsi Product. As we know in summer season demand of cold drink raised but in some cases it is unable to provide all flavors to its retailers. Over all the company are a very good company and one of the leading and growing companies in India. SUGGESTIONS BY RETAILER . In India Pepsi is having only one competitor that is coca-cola. the President and CEO of Pepsi Indira Nooyi have announced that there will be one quality for Pepsi all over and there will a symbol on all product of the Pepsi. Pepsi has acquired a big share of market in India and in other countries because of its competitive pricing. distribution system and through good customer relation. PepsiCo is having different product with its product line. is one of the reputed companies amongst various cold drink Industry. Now. Pepsi doesn’t facilitate credit facility to its customer whereas customers have to provide credit facilities to its consumer so as to increase his selling and to maintain relation. Like in other industry Pepsi is also having different competitors.

It is easy to sell in the colonies.  Available the flavors in the peak season when it is demanded.  Competitive Prices should be there.  Delicacy Problem should be removed.  More Offers should be given on big pack (1. .  Offer should be given or contest should be played. 2 L).  Attractive packing of the product.  Incease in Profit and scheme for the retailers.5L.  Available the brands when it is needed by the customers.  Launch more product and Product Line MY POINT OF VIEW  To increase the sale of Pepsi product company should offer discount on family pack.  Its is suggested by most of the retailers that the small pack of Pepsi should be available (150 ml/Rs 5).

 Pepsi should hire housewives to advertise cold drink. AppendiX Sample Question 1. What is the type of outlet? .  Pepsi should introduce some more Flavors of its Product.  Pepsi should give some tattoos to attract children (age group 5 to 13). Name of outlet 2.  Pepsi should Introduce tetra packs (150 ml/Rs 5). Pepsi should do collaborative marketing with some companies which are playing major role in house hold distribution.  Pepsi should introduce “PEPSI CLUB” for Women for social gathering.

Pepsi b. Pepsi product b. Both 4. Pepsi product b. Mirinda c. Coca-Cola c. Yes d. a. E. No 6. Self owned 7. Eateries Store 3. Pepsi b. Convenient Store c. What type of cold drink does a consumer preferred most? a. Are all flavor of Pepsi available during summer? c. Coca-Cola c. Lemon Mirinda d. 7-up e. Which company’s cooling machine is being used by the retailer? a. Soda g. Grocery Store b. How much you satisfied with the Pepsi product? . Which flavor of Pepsi the consumer prefers most? a. Slice h. Coca-Cola product c. Both 8. What type of cold drink you sale Pepsi or Coca-Cola ? a. Mountain Dew f. Aqa Fina 5.

Kothari C. Sharma D. a. Market Research .R. Not at all 9. 1. In which month sales of the cold drink is very high? a. . Yes b. Partially satisfied c. Kotler Philip 1. 15th April-15th May b. Principles of Marketing . Would you like to deal with company in future? a.D. No BIBLIOGRAPHY Name of the books used for the reference and their authors. Research Methodology . Fully satisfied b. 2. 15th May-15th June 10.

google. www.Websites Referred 1. www.com . www. www.com 2.com 3.pepsico.answer.wikipedia.com 4.